Stella launches 'Get Home Safe' festive campaign

Published: 25 November, 2008

InBev UK has launched a responsible drinking campaign through its Stella Artois premium lager brand to help people make the most of the Christmas party season, but still get home safely.

InBev UK has launched a responsible drinking campaign through its Stella Artois premium lager brand to help people make the most of the Christmas party season, but still get home safely.

The "Get Home Safe" campaign, which will encourage responsible drinking and help people map out travel plans, will be spearheaded by the launch of a website - www.gethomesafe.org.uk - featuring practical travel information and advice for festive revellers in cities across Britain.

The campaign follows independent consumer research undertaken on behalf of Stella Artois that shows more than eight out of 10 people get frustrated when trying to get home after a night out.

With 64% of women ranking a 'hassle-free journey home' top of their priority list for a good night out, the Stella Artois campaign aims to encourage more consumers to venture out during the Christmas period.

Stuart MacFarlane, president of InBev UK & Ireland, said: "This reinforces the brand's responsible drinking message by providing consumers with access to useful information to help pre-plan their travel arrangements.

"Christmas is a key time of year for retailers and we want to ensure that as many consumers as possible feel confident to go out and enjoy themselves in pubs, bars and clubs without worrying about their journey home to ensure an enjoyable night out."

The campaign provides useful information for people who may find themselves stranded at the end of a night out with no way of knowing when their last train leaves or having a licensed taxi firm number.

It is fronted by former Olympic rower and global adventurer, James Cracknell, who will help spread the "Get Home Safe" message in the weeks ahead and also provides his personal travel tips on the site. The website brings together a range of handy information for people who will be out and about socialising in the weeks ahead.

The site features local travel information for drinkers in 18 cities in England: London, Birmingham, Manchester, Liverpool, Nottingham, Leeds, Brighton, Bristol, Newcastle, Sheffield, Oxford, Cambridge, Bath, Southampton, Bournemouth, Norwich, Ipswich and Hull as well as for those in the county of Cornwall.

It also contains information covering four cities in Scotland - Aberdeen, Edinburgh, Glasgow and Inverness - and the Welsh cities of Cardiff and Swansea.